Any feature that uniquely identifies and distinguishes your products and services, such as your brand name, design, and symbol.

What does effective branding achieve

• Delivers the message clearly
• Validates your credibility
• Motivates potential buyers
• Establishes emotional connect
• Builds long-term loyalty

A set of practices focused on identifying, anticipating and meeting customer needs effectively.

What are the factors to consider while arriving at a strategy?

• Orientation: guiding principles of the business
• Mix: customer, cost, convenience, and communication
• Environment: factors that impact decision-making
• Market: characteristics of the target customers

A paid service to place your messaging or branding in specific locations viewed by your target audience.

What are the objectives of advertising?

• Educate and convince customers about your products/ services
• Create a need for the product/ service and attract new customers
• Promote new products/ services, showcase new applications
• Retain customers, influence perception, and build loyalty

• Global companies usually integrate advertising strategies into their marketing plan
• Small and medium businesses are following suit with the affordability of digital advertising
• Startups and new enterprises should arrive at a branding and marketing plan first, before spending a lot on advertising
• Having a marketing plan in place ensures future marketing and advertising activities achieve better results